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Newspaper Creative
Benchmark Report
Coles
February 2012
It’s a component of the Newspaper Effectiveness Metric which is run by the
newspaper industry marketing body, The Newspaper Works.
A monthly study designed;
•
To measure and identify the effectiveness of newspaper creative
•
To help improve understanding of how to use newspapers effectively
•
To improve the understanding of the roles newspaper advertising can play
•
To improve the standard of newspaper creative
•
To provide a consistent metric that is accepted as the industry standard
Comparison of creative
against category averages
Pre/post effectiveness
studies, measuring in-market
effects and how newspaper
work with Television
The Newspaper Works’ effectiveness partner:
Comprehensive analysis
of how newspapers can
best be used to influence
purchase behaviour
Recognised industry measures
+
Newspaper measures
Ad Recognition
Brand Linkage
Message Comprehension
Brand Equity Impact
Role Map
Action Map
Newspaper Creative Diagnostics
Proprietary newspaper
measures
The Newspaper Works’ effectiveness partner:
Coles Ads Tested To Date
November 2008
March 2010
May 2009
June 2010
May 2009
February 2011
June 2009
August 2009
June 2011
June 2011
•
This ad was one of three shown to respondents
•
Sample: Australians 16+
•
Sample size: 99
•
Test market: Sydney
•
Fieldwork: 5th-12th February 2012
•
Conducted online by Ipsos MediaCT
•
Benchmarks used: Retail Averages
(see appendix for details)
•
Ad Appearance:
–
Sun Herald, Sunday October 23rd 2011
•
This ad was one of three shown to respondents
•
Sample: Australians 16+
•
Sample size: 102
•
Test market: Sydney
•
Fieldwork: TBC December 2010
•
Conducted online by Ipsos MediaCT
•
Benchmarks used: Newspaper Norms
(see appendix for details)
Branded Newspaper
Benchmarks
Ad shown as it appeared in the Sun Herald on
October 23rd, 2011
Retail Averages
Most responses to the creative were positive with high scores achieved for ‘Has a great photo/image’,
‘ Looks good’ and ‘Makes it easy to see whats on offer’
Retail Averages
Significantly different to Retail
Average at 90% c.l.
Brand linkage was well above Average and Interest levels were very
high versus Retail Averages
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Retail Averages
Significantly different to Retail
Average at 90% c.l.
Respondents found the message to be significantly appropriate or
relevant for Coles to advertise
While only 37% of respondents played back
specific messages from the advertising, a
further 55% were able to position it in the right
context. 43% of those would have become
‘correct’ had they offered a small amount of
further information e.g. some wrote ‘Meat
kebabs’ or ‘Aussie Day BBQ’
What did the respondents say about the ad?
The ad is really great,
especially with the
picture really clear
and appealing, eye
catching really caught
my attention
Attention grabbimg
Aussie made is good
Good to show pricing
Similarly cluttered like
other supermarket
adverts
I liked that the prices are
on the ad so you don't
have to go in to the store
to find out the price.
Like that the Australian
made logo/stamp is
clearly visible
I believe the Made
in Australia angle is
very important to
any company.
It appears like a page out of a
catalogue
Well the ad is very well done as it
grabs your attention and is very
appetising. In other words I'd buy
the product.
The word cloud leaves no doubt what
people perceive as the main message of
the ad.
Retail Averages
Significantly
different to
Retail Average
at 90% c.l.
Respondents agree this ad makes them think of the TV advertising, with this ad achieving
significantly high scores for Extension. This ad also helps drive brand Affinity at significantly
high levels.
Retail Averages
Significantly
different to
Retail Average
at 90% c.l.
% scores
The ad achieves significantly high scores at generating product purchase and store
visitation intentions, which is obviously the key objective of any supermarket
advertising. It is highly effective at achieving these objectives.
Comparison with
other ads
Comparing Some of Coles’
Action Map Results
%
The ‘1/2Price’ DPS from Feb ‘11 has achieved the highest scores for both ‘Try/buy’ and
‘Visit Store/Look out for’. Worth noting that statistically, the difference between a 35%
score and a 31% score is not meaningful.
Our Supermarket Top Ten* :
ActionMap results for ‘Visit Store’
* Of 15 tested against ActionMap metric, introduced March 2010
Coles holds 5 out of the Top Ten for driving supermarket visitation through their
newspaper advertising.
All Retail Categories: “Visit Store”
47
43
43
36
36
The retail advertising that generates the highest likelihood of store visitation appears to
have one of two qualities.
1) A surprising change or unique approach (triggering Reappraisal)
2) Lots of choice! (a strong retail offer)
•
•
•
•
Off the back of their ‘No added hormones’ Beef campaign, this ad for Coles has received very
high scores against Extension and Affinity
It is highly motivating towards product purchase and store visitation which means this ad has
been a highly effective Newspaper ad for Coles
In terms of call to action metrics, it has a similar level of effectiveness to the highly successful
‘Feed Your Family’ execution.
Coles now dominates our Supermarket ‘Top Ten’ for driving store visitation, with 5 out of the ten
spots.
Top Performers on
Rolemap
6.2x
5x
2.1x
2.9x
7.8x
3.8x
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
All newspaper norm. Dec 2011 (Updated monthly)
• Established in 2006 by the major Australian newspaper publishers:
– News Limited
– Fairfax Media (including Rural Press)
– APN News and Media
– West Australian Newspapers
• Represents paid national, metropolitan, regional and community titles.
• Primary aims:
– To promote newspapers as a powerful medium for advertisers
– To ensure that newspapers are perceived as being contemporary and relevant in a
transforming media landscape
•
•
•
•
•
•
Testing of randomly selected and hand picked newspaper display ads
Over 7,000 ad observations in total
36 test ads (27 randomly selected, 9 hand picked)
100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August and October – November
2008
• Sample size 2,475
Newspapers are a powerful medium
to utilise across a broad range of
strategic roles.
Six strategic advertising roles have
been validated both qualitatively
and quantitatively, resulting in the
creation of Role Map, one of two
proprietary newspaper metrics.
Role Map demonstrates how
consumers connect with newspaper
advertising across the six roles,
comparing the performance of
creative against a footprint of all ads
tested.
Statements are tailored to be appropriate to the
advertising category.
Retail average
Newspapers are recognised as
an effective medium for
delivering a Call to Action.
Action Map, the third
proprietary newspaper metric,
expands on this strategic role to
provide an understanding of the
types of action a newspaper ad
inspires.
Measured via forced exposure,
people are asked about the
actions they would consider
taking (or have taken) as a result
of seeing the ad.
New measure introduced in March 2010, norm
not yet available.
Another proprietary newspaper
metric provides a set of creative
diagnostics unique to the
attributes of newspaper
advertising. They’ve been
developed to help identify
areas for improvement where
results across other brand and
advertising measures may
require further analysis and
interrogation.
Statements are tailored to be appropriate to the advertising category.
Retail average